Adidas: "To The 2015" Strategy, Small And Medium-Sized Cities Are The Key

As a world leader Sports shoes and clothing brand Adidas has always attached importance to the development of the Chinese market. The cooperation of small and medium-sized cities and distributors is the focus of Adidas group's attention and an important link in the "2015 way" strategy. The past year is the first year of Adidas group's "2015 strategy", and has achieved very good results. Looking at the performance of the first three quarters, sales in Adidas Greater China amounted to 900 million euros, up 25% from 721 million in the same period of 2010, excluding the exchange rate factor, an increase of 28% over the same period last year.

This strategy includes five modules:

The first is the product category of the main sports performance series in high-end cities.

The second growth module is brand expansion in small and medium-sized cities. With the acceleration of China's urbanization process, consumers' incomes in small and medium-sized cities are increasing day by day, and demand for high-end brands is growing. We will open stores in cities with opportunities. In 2011, we opened more than 1000 new stores, of which 50% were in small and medium-sized cities. None of these stores were self operated stores, and they were opened by distributors and franchisees. The growth of franchised stores has exceeded the growth of Adidas's own stores.

The third growth module is in the retail stores where we already have many stores, such as the first outdoor retail outlet in Harbin, and the mini brand center in cities including Wuhan and Chengdu.

The fourth growth module is clover and NEO brand expansion. At present, there are 1500 stores selling clover products in China. The brand was sold by Adidas self retailing store, and now it has been opened to some distributors' stores. There will also be 50 stores for clover in 2012. In addition, our strategy will also promote NEO brand and products.

The last key point is the reorganization of the internal structure of an enterprise. We have created a regional management model, namely, offices in East, South, West and north of China. This is a very successful link in our strategy, which enables our salesmen to get closer to consumers and understand the needs of customers and the needs of dealers.

At the beginning of this year, Adidas Shanghai brand center "magic cube" opened. This is another important move after Adidas opened its first brand center in Sanlitun, Beijing three years ago. Now China has become the only country in the world that Adidas has two brand centers at the same time. This also highlights Adidas's attention to the Chinese market.

Interview with Colin Currie (Gao Jiali), managing director of Adidas group Greater China

Q:2012 brand marketing plan of Adidas group in China?

A: the global brand promotion campaign of "adidasisallin" will continue this year. The concept of "all-out effort" has been approved by the German headquarters. It is our four year marketing campaign. If 2011 is the introduction period of activities, then this year will be a further development stage. Adidas is a global brand, so we advocate the concept of supporting and sponsoring sports events globally. But even so, "all in all" has added many localized elements to China's market. China is the only market that can adopt local exclusive advertising.

Q: what are the marketing actions of Adidas group for the 2012 London Olympic Games? The cooperation of small and medium sized cities and distributors is the focus of Adidas group's attention, and also an important link in the "2015 way" strategy.

A: Adidas has always had the tradition of sponsoring the Olympic Games. As the top sponsor of the London Olympic Games, we will create a series of targeted marketing activities. Just like our designer StellaMcCartney, she will design a series of products for Adidas. She is also the creative director of the British Olympic team. Athletic Wear We will also seize this opportunity to launch some marketing activities with the design of all sports equipment, such as track clothing and related promotional clothing. In addition, Adidas will continue to support the Chinese team. The current China national team includes the Chinese men's and women's soccer teams, the Chinese men's and women's volleyball teams, the Chinese men's and women's Tae Kwon Do teams, the Chinese men's and women's fencing teams, the Chinese boxing team, the Chinese Judo team.